Authenticity in the face of skepticism: How sustainability branding shapes brand perception in Egypt? A moderated model of environmental awareness

This study examines how sustainability branding strategies influence four brand perception dimensions (brand image, trust, emotional attachment, and loyalty) among Egyptian consumers and tests whether consumer environmental awareness moderates these relationships. Grounded in signaling theory and brand equity theory, this study uses survey data from 403 Egyptian consumers, collected through convenience sampling, to test the proposed model using structural equation modeling. The findings show that sustainability branding positively influences brand image, brand trust, emotional attachment, and brand loyalty, and that these effects are stronger among consumers with higher environmental awareness. The study contributes theoretically by showing how sustainability signals translate into multidimensional brand perception in a skeptical emerging-market context, thereby extending existing branding theory beyond its dominant Western settings. Results confirm significant positive effects of sustainability branding on all four perception dimensions, amplified among environmentally aware consumers. The study contributes by contextualizing global branding theory in Egypt’s skeptical, collectivist market and highlights that perceived authenticity – rooted in transparent, culturally resonant practices aligned with Islamic stewardship principles – drives brand differentiation. Managerial implications emphasize the need for verifiable sustainability signals to overcome greenwashing skepticism.